Five campaigns we liked: Land Rover reveals new Discovery with record-breaking launch

Five campaigns we liked in September 2016: Land Rover's lavish live launch for its new Discovery model involved a Lego world record and a trio of adventurous British celebrities.

Bear Grylls, Zara Phillips and Sir Ben Ainslie helped Land Rover launch the new Discovery

Five months and 5,805,846 individual bricks. That's what was required for Land Rover's 13m-high replica of Tower Bridge to break the Guinness World Record for the largest Lego structure ever built.

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It also formed the setting last week (September 28) for the live launch of the brand's new Discovery model in Solihull. Land Rover spared no expense, with the event featuring ambassadors Bear Grylls, Sir Ben Ainslie and Zara Phillips abseiling, sailing and show-jumping onto, under and in front of the structure. 

Broadcast live on YouTube and generating widespread column inches, the campaign also tapped into the millions of followers that the influential trio have on social media.

The structure broke the previous Guinness World Record by 470,646 bricks, which, laid end to end, would stretch from Tower Bridge in London to Paris (almost 200 miles).

The UK’s only Lego certified professional, Duncan Titmarsh, led the build.


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